4     When and Where to Use Digital Signage?

It’s very clear that standard advertising today to mass millions isn’t working anymore. The cost of digital signage displays is plummeting worldwide. A plasma or LCD screen is one-third the cost it was even one-and-a-half years ago. This dynamic, in conjunction with the availability of affordable broadband, has made it easier for retailers to adopt digital signage networks.

—Dick Trask, Director of Public Relations, Scala, Inc.

This chapter is intended to be used in conjunction with Chapters 6, 7, and 10. It is aimed at someone new to the digital signage industry, who is looking for the basic ideas of what makes it all tick, from a business point of view. Focus on this chapter is on keys to the ...

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